Gometro

Meet the Entrepreneurs

GoMetro November 2013

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Mobile Innovation

CONTACT INFORMATION

gometro

Cape Town, South Africa

A mobile travel solution that improves people’s commuting experience

justin@gometro.co.za

www.gometro.co.za

/GoMetroApp

Justin Coetzee, CEO, South Africa

CHALLENGE Bridging information gaps between public service providers and the consumer is a key challenge in emerging markets, specifically in transportation. In South Africa, three million commuters rely on Metrorail to carry out their daily activities. As with any large-scale transportation system, Metrorail is subject to delays, cancellations, and schedule fluctuations due to maintenance, train breakdowns, staff capacity, and so on. But the provider does not have the resources to offer real-time information to the consumer, leaving commuters with uncertainty and negatively affecting them in their daily lives.

“PEOPLE ARE NOT USED TO HAVING ANY INFORMATION ON DELAYS AND CANCELLATIONS OF METRORAIL.”

@mobi_lity

BUSINESS MODEL GoMetro offers the application for free and generates revenue through the sale of advertising space to companies that want to reach commuters with information about their products and services. As a result, GoMetro’s revenue depends mostly on the number of users of the application. In the CEO’s own words: “Our focus is on the commuter [...] and number of eyeballs we have engaging with the service.” With currently 450,000 users and a download increase of 10-15% each month, the application has become an attractive marketing platform.

GoMetro has partnered with Metrorail to obtain exclusive access to train traffic information and service announcements so that it is able to provide users with first hand information. Metrorail, in parallel, is advertising GoMetro on train tickets. Collaboration started in the Western Cape province where GoMetro’s offices are located. Additional contracts have been secured with the Gauteng, Eastern Cape, and KwaZulu-Natal provinces.

IDEA The idea was born out of the founder’s personal commuting experience. Justin Coetzee identified the need to improve the information provision for Metrorail commuters. He noticed that timetables in train stations were either non-existent or unreliable.

Justin came up with the idea to use the information generated in the Metrorail control centers and deliver it directly into the mobile devices of everyday Metrorail commuters. They now have access to real-time, up-to-the-minute train schedules, as well as information on platform changes, route maps, a fare calculator, trip planner, and tourist and business services, all combined in an easy-to-use application.

Additionally, the application provides a series of other services such as a complaints section, a jobs portal, or entertainment content.

“WHY NOT COMMUNICATE THE EXISTING METRORAIL INFORMATION TO USERS THROUGH A MOBILE APPLICATION? ”

www.infodev.org

twitter: @infoDev

ENTREPRENEUR’S INSIGHTS • WORK THE MARKET ENVIRONMENT: You have to participate in the mobile ecosystem. It is impossible just to do your own thing. At the same time, don’t rely just on the ecosystem for success.

• DO NOT LOSE FOCUS: You should balance the time spent on building the business and the time spent on participating in the ecosystem.

NEXT STEPS

WORKING WITH mLab SOUTHERN AFRICA

Go international Extend the number of users Provide more media services such as news Get investors to finance scale-up GoMetro for buses and taxis

• ACCESS TO IMPORTANT PLAYERS was built up by working with the mLab. • THE mLab ACTED AS AN EFFECTIVE MEDIATOR between the provincial government of Gauteng and GoMetro by using its contacts and credibility to lend legitimacy and trust to the partnership agreement.

• BUSINESS DEVELOPMENT SKILLS were built up by working with the mLab. Moreover, the mLab provided GoMetro with best practices in the business.

• HAVE A SOLID BUSINESS BEFORE YOU ROLL OUT: This is essential in the industry. Take your time and seek advice for your business model development instead of launching a premature product.

• INTERNATIONAL EXPOSURE AND ACCESS TO OTHER ENTREPRENEURS was given to GoMetro by participating in infoDev’s Global Forum on Innovation and Technology Entrepreneurship 2013.

• BUILDING A BUSINESS REQUIRES PATIENCE: Growing a business can take a long time.

• AIM HIGH: You can never think too big.

GoMetro had to force itself to think bigger.

KEY OUTCOMES VALUE FOR USERS No more information gaps: Through GoMetro, Metrorail keeps users informed, making the commuter experience less of a hassle.

No monologues: GoMetro gives commuters a voice through a built-in comment and flagging tool, creating a feedback loop that improves the quality of service.

Improved time management: GoMetro provides commuters with accurate information to plan their daily activities and makes the Metrorail a reliable means of commuting to work.

BUSINESS FACTS TURNOVER CONTRACTS SECURED (since joining the mLab)

2012

USD1,000

2013

USD150,000

JOBS CREATED

35

NATURE OF JOBS CREATED

(11) direct

NO. OF USERS

4

(with 10-15% monthly growth over the last year)

Supported by:

www.infodev.org

twitter: @infoDev

450,000

(24) indirect